This is a guest post by Neil, head of marketing for eMobileScan one of the Uk’s newest providers to the data capture industry.
A higher click-through rate translates into more sales. A click-through simply mean readers liking what they read in an email, hopefully they will like your proposition enough to click through to your site. Because they have read your email and have subsequently clicked through they are interested in what you have to say making it easier to convert them to loyal customers via a good landing page, forceful sales pitch and ending with a sale. This is what companies want from their email marketing endevours. However accomplishing high click-through rates (CTRs) is not as easy as it sounds, and is possibly only with a series of concrete steps to qualify your email list and make them more receptive to what you have to say.
Once you begin to understand what it is that your customers and prospects want and respond to, the better position you will be in to make more sales. Some of the steps that can be taken to ensure a higher CTR include:
A single message per mail
A single message per mail is far more effective than multiple messages in a single mail. Your email list will at best skim through the mails you send and only pick out the main idea and the rest fall flat and unnoticed. Hence it is better to focus on portraying one solid message per mail.
A single specific and clear offer
An online business has lots to offer, but it is better to start with a single offer at a time rather than confusing the viewer with vague and ambiguous offers. An offer such as free shipping, a flat discount rate of 10% and so on, is always better than a general statement like “discounts offered”. The focus has to remain on generating a click through and everything has to be geared towards it.
List clear steps to be followed to avail of the offers
These must be listed clearly, so that the viewer can spontaneously follow them instead of trying to figure out how, when and where he must act to get the offers. Timing is crucial and if the offer is for a short period, the viewer must know he has to act immediately.
Click-throughs come with clear subject lines
Subject lines of emails must be descriptive and distinctive. If the subject lines of the emails you send don’t grab their attention, they will be ignored. Instead, a subject line that is different and explains what lies ahead after they click on the mail, will attract the viewer’s attention. Needless to add that the mail must deliver what the subject line promises.
Embedded links are an advantage
This is because it becomes easier for the viewer to click on the link rather than follow a set of steps. Hence the link embedded text proves to direct them to the desired website.
Customized recommendations appeal and raise CTRs
Customers live to feel special and if the site remembers past searches and makes recommendations on that basis, they would be impressed enough to act on them. If past behavior online reveals a need, it can be fulfilled to enhance the appeal of the site in his eyes.
Clickthroughs take place when the reasons to do so are convincing enough. Lack of substantial reasons makes every viewer a fence player who could swing either way.